SaaS MARKETING

Understanding the B2B Tech Buyer

The end goal of any marketing strategy is to make sure B2B technology customers choose your brand over the competition and make the ultimate commitment by purchasing your product or service. Now it’s time to ask yourself, is your company available and easy to find in every stage, from when B2B tech buyers begin their research to when they finally commit?

GENERATE MORE LEADS ONLINE FOR GREATER PROFITABILITY

Nurturing tech leads is key to winning new business. After capturing basic lead data, are you using progressive profiling of prospects to convert them into marketing-qualified leads (MQLs)? These MQLs can go into a content marketing campaign that may contain gentle sales offers after showing sufficient readiness to buy. At this time, salespeople can determine if these are now sales-qualified leads (SQLs) with high potential to become new business. Online B2B technology lead generation sources include:

FEATURED TESTIMONIAL

“Fathom has been an integral part of all things online marketing for our organization since October of 2010. …They show their commitment to our organization daily by keeping us informed about best practices and offering suggestions for improving our business. They are certainly a partner, not a vendor.”

–Jennifer Beal, Marketing Coordinator | Astute Solutions

CASE STUDY: SEO, PPC, CRO, CONTENT MARKETING

INCREASE FREE TRIALS, IMPROVE OVERALL USER EXPERIENCE

Fathom was tasked with increasing organic traffic and improving the overall user experience and consistency of a paid campaign leading to a Free Trial Registration page for a real estate SaaS company. Fathom set up an A/B/C test on the Free Trial Registration page using a version that included credibility indicators: starred ratings from other realtors and “As Featured In” online media. This increased trust amongst potential customers, increasing conversion rate and overall monthly revenue.

FEATURED GUIDE:

DIGITAL MARKETING TRENDS TO FOCUS ON FOR 2015

Should you spend more this year on digital marketing? Do you focus in organic SEO or social media marketing? What about lead nurturing? And what is the tool that can improve my ROI significantly in less than a year? In this guide, we will uncover all of the marketing trends you should pay attention to in 2015, including:

ABOUT FATHOM

Fathom creates profitable growth through digital marketing. Fathom recognizes and appreciates the role all of its stakeholders — customers, employees, shareholders, community—play in its success. Organizations that choose to partner with Fathom get a long-term commitment to growth through data-driven marketing. They also get access to a wide range of passionate professionals and tools with the specialization and expertise to accomplish their business goals.